Friendship marketing is the style of the future, because the marketing paradigm has irreversibly changed. No longer is it a case of saying, "Give me your money and I will give you my product." Now the shoe is on the other foot, with the customer saying, "Give me a reason to buy from you, and perhaps then I'll give you my business."

And almost more important than pitching your clients today, is socializing with them. Anyone with whom you've managed to build a broader and deeper relationship, with whom you can meet socially and talk about things other than business, is the one easiest to sell. They feel they know you and trust you. (This situation is more typical among members of a trade exchange than almost any other business environment.)

Then the selling dialogue, when it happens, is simple and direct. If they want or need your product, they'll buy it. And if they don't want or need it, they know they can be candid and tell you why.

The honesty of their response becomes a valuable and constructive feedback channel for your product development cycle. This is friendship marketing: the kind of dialogue which enriches your relationship and shows you can give without expecting to receive. This is essential if your customers are to believe in your product or service.